مدلینگ معادلات ساختاری فرد موفق در بازاریابی شبکه ای Structural equation modeling of a potentially successful person in network marketing
- نوع فایل : کتاب
- زبان : انگلیسی
- ناشر : Elsevier
- چاپ و سال / کشور: 2018
توضیحات
رشته های مرتبط مدیریت
گرایش های مرتبط بازاریابی
مجله علوم اجتماعی – Kasetsart Journal of Social Sciences
دانشگاه Technopreneurship and Innovation Management Program -Chulalongkorn University -Thailand
منتشر شده در نشریه الزویر
کلمات کلیدی بازاریابی شبکه ای، مدل سازی معادلات ساختاری، فرد موفق، فالانوپاپ
گرایش های مرتبط بازاریابی
مجله علوم اجتماعی – Kasetsart Journal of Social Sciences
دانشگاه Technopreneurship and Innovation Management Program -Chulalongkorn University -Thailand
منتشر شده در نشریه الزویر
کلمات کلیدی بازاریابی شبکه ای، مدل سازی معادلات ساختاری، فرد موفق، فالانوپاپ
Description
Introduction In Thailand, network marketing is an important type of business which relates to many people. In 2002, the total market value of direct-sales business (including both singlelevel and multi-level direct-sales marketing) equaled 27,760 million baht, and increased to 68,700 million baht in 2012 (Chunhachatcharachai, 2013). The number of people involved in Thailand’s direct-sales marketing consisted of up to 10,900,000 direct-sales members (both consumers and businessmen) in 2012, which is the highest number in the AsiaePacific region (World Federation of Direct Selling Association, 2012). Although the size is big and the growth rate is high, only a few succeed in network marketing. Taylor (2011) found that only 1 out of 238 distributors could gain benefits from network marketing. The average failure rate and loss rate of network marketing distributors was 99.6 percent, which is higher than the failure rate for starting a small businesses which is only 61 percent. Distributors who fail in network marketing waste their money and time and lose their confidence. Organizations and existing distributors waste time and money in training new distributors and cannot expand their business continuously. How could the failure rate of network marketers be decreased? This paper investigates one solution to this problem. The development of a structural equation model (SEM), based on reviewing the literature and interviewing the experts, to explain a potentially successful person in network marketing, could help network marketers to recruit more potentially successful people to their network and decrease the rate of failure in the business.
